Nielsen Starts 5-Year Hong Kong TV Contract

Nielsen has begun a five-year contract to operate a new Television Audience Measurement (TAM) service in Hong Kong.

The deal, announced last March, starts this week and runs until 31st December 2017, and according to the research giant will provide 'the most comprehensive audience measurement ever available in Hong Kong'. Nielsen says it has worked closely with the industry over the past 12 months to create a system that is independent and fair, while keeping up with the more complicated new television landscape, including viewing of TV programmes on computers.

Preparations included the building of an Establishment Survey with a sample of 8,000 people, the formation of a 2,300-member panel, covering 800 households, testing of Nielsen's People-Meters and an independent audit of data collection and processing procedures.

Measurement will include digital devices and diversified consumer media behavior, and will make use of a new technology, 'Audio Signature Matching'.

The contract, awarded by The Association of Accredited Advertising Agencies of Hong Kong (HK4As), was previously held by CSM Media Research.

Web sites: www.nielsen.com and www.aaaa.com.hk .